NEWS: California Prune Board reviews UK PR contract

The California Prune Board is inviting bids for its pounds 250,000 budget UK public relations contract, currently held by Lynne Franks PR.

The California Prune Board is inviting bids for its pounds 250,000

budget UK public relations contract, currently held by Lynne Franks PR.



The agency confirmed that it is planning to re-pitch for the new five

year contract which will kick off in September; the board’s new

marketing year.



As a US Government account, the Prune Board’s PR is reviewed every three

years. Lynne Franks was appointed just last September but will have to

re-apply to suit the new financing system for the five-year drive.



The agency was given the challenge of transforming the traditionally

medicinal image of prunes into a sexy snack for the 90s. Its campaign,

targeting 15 to 35 year-olds, aimed to encourage trials of the fruit via

initiatives like National Prune Week, held every February, with

samplings, a radio campaign and a Californian holiday competition.



Baywatch actress Alexandra Paul was recruited as the ambassador for

Californian prunes, which account for 70 per cent of UK prune sales.



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